虽然国外市场受华为、中兴、TCL的打压，国内市场受贷款难、各项成本上升的限制，中小厂商似乎没有生存空间。但是供应链厂商的崛起，在原材料采购、出口报关、物流、产业链金融等方面给予中小厂商很好的支持，弥补了中小厂商的各项不足。因此在全球手机产业基地中国，无论是做出口的中小厂商，还是做产业链整合的供应链公司，仍然有一定的发展空间。In 2011, the mobile phone output in China increased by 15.5% over 2010
to 1.172 billion sets, among which, the export volume rose by 13.9% over
2010 to 885 million sets, with the export value climbed by 34.2% to
USD62.76 billion. In 2011, the average export price of mobile phone saw
an increase of 15.0% over 2010, recording the first rise after
consecutive declines since 2007. This was largely attributable to the
considerable shipment of higher-priced smart phones, especially
iPhone.

The report highlights the following aspects:

Business model of the mobile phone industry, mobile phone market scale and competition pattern in China and beyond;

Development review and mobile phone business prospect for 2012 of nine global mobile phone enterprises;

Current status of five major Taiwanese mobile phone-related enterprises;

Current development and outlook for 2012 of 11 mainland Chinese mobile phone brand manufacturers;

15 Chinese mobile phone IDH/integration companies;

18 Chinese mobile phone manufacturing and supply chain enterprises.

It
is no doubt that the mobile phone industry is one of the most
competitive industries. Great changes have taken place in the industry
every year, with the ranking of manufacturers undergoing ups and downs.
The following shows the characteristics in the development of mobile
phone industry in 2011.

1. Mobile phone manufacturing bases were transferring from coastal cities in South China to Inland China and Vietnam

Guangdong
province boasts China’s largest mobile phone manufacturing base, with
the annual output in 2011 exceeding 600 million sets. But the increasing
labor cost and operating cost in the province constitutes the potential
impetus for mobile phone manufacturers to move their business outwards.
A case in point is Hon Hai, which transferred its mobile phone base to
Zhengzhou in Henan province. In 2011, the mobile phone output of
Hongfujin Precision Electronics (Zhengzhou) surpassed 20 million sets, a
substantial increase compared with less than 20,000 sets in 2010, and
the revenue was as high as RMB35.5 billion. Moreover, the capacity
transferred is of iPhone rather than low-end products. In 2011, the
iPhone shipment hit 93.1 million sets, averagely priced at about USD275,
21% of which were made in Zhengzhou. In addition, the mobile phone
output in Jiangxi also saw a rise of 75% to 25 million sets in 2011,
approximately.

Vietnam is another transferring destination
for mobile phone manufacture. The mobile phone export value of Vietnam
increased from USD2.1 billion in 2010 to USD7.6 billion in 2011, up
262%. Samsung is the major contributor for the development of mobile
phone manufacturing industry of Vietnam. In January 2012, Samsung
established the largest overseas R&D center in Vietnam, with
products involved including mobile phone, TV and other electrical
appliances. Samsung plans to invest USD1.5 billion in Vietnam to build
its largest overseas manufacturing base. It finished the phase Ⅱ
expansion project of its Vietnam-based plant in 2011, making the
Yenpong-based mobile phone plant its largest mobile phone manufacturing
base with an annual capacity of 150 million sets.

In 2011, the
mobile phone output of Samsung’s Vietnam-based plant totaled 96 million
sets, among which, 95 million sets were exported with the value hitting
USD5.8 billion, a substantial increase compared with the output of less
than 40 million sets and the export value of less than USD1.9 billion in
2010. Samsung has three mobile phone manufacturing bases located in
South Korea, China and Vietnam. In China, Samsung has three major
plants, namely, Tianjin Samsung Communication Technology, Shenzhen
Samsung Kejian Mobile Telecommunication Technology and Huizhou Samsung
Mobile Communication, which all saw decline in output in 2011.

In
addition, Nokia’s manufacturing base in Vietnam is set to be put into
production in 2012, by then, the output of Nokia in Dongguan is likely
to decline to some extent. Moreover, Foxconn also increased its
investment in Vietnam. According to the estimation from Vietnamese
authority, the mobile phone export value of Vietnam in 2012 will
increase by nearly 60% over 2011 to USD12 billion.

2. Knockoff
phone, small and medium mobile phone brands had a difficult time while
big brands with abundant capital support grew rapidly

The supply
chain of knockoff mobile phone manufacturers was cracked down during
the Universiade, leaving many shutting down. In 2011, small and medium
brands in China had a difficult time and struggled for survival due to
tight monetary policy, soaring miscellaneous costs, turbulent
international situation and severe export environment. By contrast, big
shots with abundant capital support grew rapidly, and time-honored
players including Lenovo, Konka, Gionee, BBK/OPPO and Sangfei witnessed
considerable growth in shipment.

3. ZTE and Huawei became strong challengers for global top 3 manufacturers by shipment

Compared
with other homegrown manufacturers, ZTE and Huawei have unparalleled
advantages, including R&D and promotion teams with tens of thousands
of staff, customized support from operators all across the world, and
sufficient capital supply. Even compared with foreign manufacturers,
they also have outstanding cost control advantages. In terms of
shipment, Huawei and ZTE had been included among the world’s top 6 in
2011, and it is just a matter of time for both of them to thrust into
the top 3.

4. In China, operator customization became a major force pushing the popularity of smartphone

All
home appliance enterprises engaged in the production of mobile phone,
with Konka, Changhong, TCL, Haier and Hisense included, launched their
smartphone strategies for 2012, indicating that smartphone has become
the mainstream in the market and time-honored manufacturers are expected
to share a piece of pie from this due to the powerful industry chain
integration capability, good relationship with operators as well as
strong capital support required by the smart phone market, which are
exactly the strengths of time-honored manufacturers but the weaknesses
of small and medium brands.

According to China Unicom, the
market scale of smartphone priced below RMB1,000 in China is estimated
to hit 90 million sets in 2012, while those priced between RMB1,000 and
RMB2,000 realize 60 million sets. Considering this, China Unicom is
scheduled to increase its subsidy on smartphone to snatch more market
share. The case is the same for China Telecom and China Mobile.

In
addition, Lenovo, ZTE and Huawei have shared the spoils from operator
customization business, and other players including Konka, Changhong,
TCL, Haier and Hisense are following suit.

5. Over10 IDH/integration companies realized shipment of more than 10,000,000

In
2011, over 10 mobile phone IDH/integration companies including Water
World Technology, Wingtech, Longcheer, Huiye, HuaQin Telecom Technology,
TOPWISE, TINNO, YHL, DEWAV and Ginwave each realized shipment of more
than 10,000,000.

6. The development outlook of supply chain manufacturers is promising

Supply
chain manufacturers have seen breathtaking development in recent two
years. The mobile phone export volume of China Brilliant Supply Chain
Service increased from 25.70 million sets in 2010 to 45.675 million sets
in 2011; the export volume of Shenzhen Everich Industry Development
increased from 10.72 million sets in 2010 to 22.07 million sets in 2011;
and the export volume of Xinlikang increased from 410,000 sets in 2010
to 4.24 million sets in 2011. The emergence of supply chain companies
has provided favorable support to SMEs in material purchase, export
declaration, logistics and financing.